Impact of Brand Trust and Brand Affect on Brand Loyalty

Provided by: International journal of Engineering and Management Research (IJEMR)
Topic: Developer
Format: PDF
In the present competition scenario, a large number of brands which are available in the market place. This paper is to investigate the effects of factors on consumer loyalty in service setting. The study empirically tests a model which proposed that brand trust and consumer' brand affect have influence on consumer brand loyalty. The data was collected from 133 respondents using one sample t-test and SPSS 19 versions was used to analyses the data. The results revealed that these factors have an effect on consumers brand loyalty.

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